As Senior Director of Insights & Strategy, Becca has a passion for understanding what drives consumer behavior and choice, and turning that insight into action for her clients. With over 8 years of experience in custom research, Becca has worked across a variety of industries as well as across the planning life cycle, with particular focus on global brand tracking, positioning, and segmentation—all of which have brought her across the world while integrating quantitative and qualitative methodologies.
Prior to joining the team at Kelton, Becca was a quantitative research lead at Hall & Partners within Omnicom. She has a BS in Communication Studies from Northwestern University.
A native New Yorker living in Chicago, Becca is an avid road tripper and can often be found rambling through the backroads of the US. When at home, she’s probably restoring some old furniture, or tending to (and buying new) plants.
Segmentation Strategy: Why You Should Leverage Behavioral Data
Segmentation is an essential driver of any consumer or customer-centric strategy. Here’s how building behavioral data into your segmentation strategy can help boost customer engagement and acquisition, increase conversion and retention, and fuel targeted marketing.